An ASPCA campaign to discourage consumers from patronizing stores and websites which sell puppies reached a milestone this week, with over 100,000 individuals pledging support for the initiative.

Launched last July, the national campaign aims to reduce the demand for puppy mill puppies by raising awareness about the connection between pet stores and puppy mills and urging consumers not to buy any items, including food, supplies or toys, if the store or website sells dogs.

The ASPCA milestone comes four days after the U.S. Department of Agriculture (USDA) proposed a new rule calling for greater federal oversight of puppy mills and online dog sales. If passed, the regulation would require large-scale commercial breeders who sell their puppies directly to the public, sight-unseen, including through websites, to be licensed and inspected by the USDA.

“The success of our No Pet Store Puppies Campaign and this significant milestone send a clear message that the public does not support the inhumane breeding of dogs,” said Laurie Beacham, senior director of ASPCA Strategy & Campaigns. “Consumer action is a critical element in the fight against puppy mills, and convincing consumers not to shop for anything at stores and on websites that sell puppies is a powerful tool in stopping the demand for puppy mill dogs.”

Puppy mills thrive on unwitting consumers who fall in love with the adorable puppy they see in the pet store or online. What is not seen is the unsanitary, overcrowded, inhumane conditions at the facilities from which the puppies come, where puppy mill operators give profit priority to an animal’s well-being.

After a breeding dog’s fertility wanes, the animal is often killed, abandoned or sold cheaply to try and squeeze out another litter elsewhere. As a result of such poor conditions, most puppies produced at commercial breeding facilities are more likely to have health problems resulting in considerable veterinary bills and in some cases the death of a puppy shortly after purchase.

Ultimately, through such initiatives as the No Pet Store Puppies Campaign, the ASPCA, as well as other animal welfare organizations, aim to convince pet stores that it’s in their best interest to partner with a local shelter and offer adoptable pets as opposed to selling puppy mill puppies.